This really isn't for someone who wants to watch a movie once and move on like the typical streaming service. This is Sony acknowledging Blu-ray players may never be big sellers. Being linked to UV services such as VUDU might make the $30 worth it to those who watch movies more than once and particularly who do so on Tablets or mobile devices. (With Android easily sent to the TV to watch)
I have always prefered discs to streaming but I'm done needing to buy a new player every two or three years to play the latest technology. So I won't buy a 4K player and I will stream instead. If reasonably priced to save as UV I'll buy it as streaming, otherwise I will just stream it.